STRATEGIC INFLUENCE OF BRAND AND LOYALTY ON CONSUMER PURCHASES

Abstract

This research examines how brand image and customer loyalty affect hotel buying choices. It also examines how brand image and customer loyalty affect buying decisions in today's competitive market. Strong brand image is crucial in the hotel business, especially in the service sector, since it shapes consumer perception. Customer loyalty is crucial since keeping customers is far cheaper than obtaining new ones (Reichheld, 1996). Hotels benefit from loyal clients' word-of-mouth and lower price sensitivity. One of the most competitive worldwide sectors, hotels must meet changing consumer expectations, making it hard to distinguish offers. Here, consumer happiness alone cannot provide a competitive edge. To compete, hotel brands must create uniqueness and loyalty. This descriptive research uses primary data from a standardised hotel customer questionnaire. Secondary data came from several books and publications. Each sample had an equal probability of selection using basic random sampling. The data was analysed using IBM SPSS.